Lesson 08

Introduction to Public Relations (MCM401)
MCM401
Lecture No 08
OVERVIEW
In this lecture information will be provided about various created private media,
its different kinds and their importance. We will also explain about various types
and points regarding house journals; and how to plan them. We will also deal
with methods of assessing results and matters pertaining to market research, its
importance and how to conduct it.
CREATED PRIVATE MEDIA

In order to reach certain publics to achieve particular objectives, the mass media
of press, radio and television may not be appropriate, especially if these publics
comprise small or specialized groups. One public which comes to mind is the
staff (or the membership) who may be best reached by house journal. The main
forms of such created private media are given below.
Private Media.
1. House Journal. 2. Videos

3. Slides. 4. Audio Cassettes.
5. Spoken word. 6. Private exhibitions.
7. Seminars etc. 8. Educational Literature
4 Types of House Journals.
1. Magazines - - A4 size.
2. Newspapers - - like a tabloid.
3. Newsletter - - 2 to 8 pages.
4. Wall newspaper - - like a poster.
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© Copyright Virtual University of Pakistan
Points to note when planning a house journal
1. Determining Readership. 2. Quantity.

3. Frequency of publication 4. Policy.
5. Title. 6. Printing process.
7. Style & Format. 8. Priced or free.
9. Advertisements. 10. Distribution.
11. Budgeting. 12. Considerations.
13. Obtaining material 14. Designing.
New Forms of House Journals.

In recent years following 4 new forms of house journals have given new
dimension to management-employee relations.
1. Audio Tapes. 2. CD/Video House journals.
3. Corporate video. 4. Electronic Newspaper.
Videos.
CD ROMs, Videos etc.
Slides.
Another important media for TV’s Cinemas etc.
Transparencies, 35mm slides, OHP films.
Audio Cassettes.
Use of Audio cassettes in cars, conferences etc.
Educational Literature.
For encouraging, explaining use of a product.
The spoken word.
Talks etc.
Seminars & Conferences.
Receptions in hotels, basically educational for the consumers, users,
beneficiaries so that they are made aware about its proper usage and benefits.
Private exhibitions.
Could be permanent on company premises or at a special venue/site.
Evaluating Results
Once all parameters of a public relations plan are in place, it is imperative to
evaluate the results to determine the success and benefits accrued from such
plan. There can be basically two types of results;
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2 Kinds of Results.
Qualitative. These cannot be measured statistically. Many results of PR activity

will be of this kind, that is, these will be only judged by experience and self-
evident qualities e.g. the evidence that the job applicants are now better
educated, more proficient or in some other way more suitable than in the past.
Quantitative. These are statistics based results. These are generally self evident
results which are seen or experienced for instance a percentage increase in
awareness , a reduced number of complaints, improved sales etc..
Methods of Assessment.
– By Enquiries Received. When media coverage produces direct enquiries

their numbers can be totaled, and if they are converted into sales their value can
also be calculated.
– By Statistical Data. Readership figures and audience ratings can be a

good measure.
– By Source. Another good method of evaluating media coverage is to give

values to each newspaper or magazine and so arrive at a source for each news
release issued. This will vary from product to product, but for understanding
purpose let us take the value of a financial /commercial /stock market story i.e.
press release, following chart will explain the rating valuations. However it will be
totally different in case of house hold products or consumer goods.
Newspapers Financial Household

Story Goods, etc.
Daily Business Recorder 12 4
Daily Dawn 10 8
Daily Jang 9 12
Daily News 8 7
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Daily Nation 7 6
Daily Nawa-i-Waqt 6 11
Daily Khabrain 5 10
Daily Pakistan 4 9
T O T A L 61 67
– Opinion Polls. The shift of opinion or the extent of awareness can be

measured by means of an opinion poll. If samples of relevant publics are
interviewed after every six months, it is possible to measure the upward or
downward trend of these shifts.
– Media Feedback. If the media have shown misunderstanding, skepticism

or hostility in the past, does the media now is well informed and more
sympathetic? This could be direct result of Public relations activity such as news
releases, feature articles, press information service, press receptions and facility
visits.
Marketing Research.
Definition
‘A branch of social science which uses scientific methods to collect information
about markets for goods & services.’
Research Terminology
Marketing research has its own special language. Some of the terms have lay
meanings and the student ought to be careful to understand the precise research
meanings of the following terms.
1. Population or universe –in marketing research both words mean the

total number of people relevant to a particular survey. e.g. all dentists, or
university students depending upon the subject of study.
2. Respondent or interviewee - A person questioned in a survey.
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3. Sample – This should not be confused with a ‘free sample’, in fact it

means a survey of a proportion of the population or universe to be
questioned.
4. Characteristics - distinctions which are known to exist in the population.
5. Sampling frame - specification of the kinds of people.
6. Random walk - list of names & addresses may not exist. Random method
calling homes like select every 10th house.
7. Structured interview – conducted with a prepared questionnaire.
8. Depth interview – one with no prepared questionnaire.
9. Questionnaire. A specially devised format has to be prepared to meet the
demand the particular survey requirement.
10. Social grades – classification of people into socio economic groups
based on incomes. Can be a very effective and useful method of survey
for the assessment of results.
Marketing Research Methods
– Published survey findings. For various purposes beginning with the census
of population, surveys may have been made by official, institutional or
commercial organizations. These findings may have been published and made
available to concerned and interested parties.
– Commissioned surveys. For marketing and advertising purposes the PR

practitioner may have commissioned surveys and the results could be helpful
when determining the current image and planning a PR program.
– Advertising media research. Advertising media research could be useful

when measuring press readership and television ,radio and poster audiences.
– Original or primary research. As a matter of appreciating the situation (using

image studies or opinion /attitude surveys) and of monitoring the progress and
success of PR campaign, original research can be commissioned.
Types of Research
– Desk Research – It is basically a study of existing statistics and survey reports.
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– Field Research – This normally done by interviewing people ‘in the field’, as
when interviewers contact respondents.
– Ad hoc Research – This means one - off surveys, complete in one project
only.
– Continuous Research – These are the surveys carried out regularly e.g.
monthly , thus recording changes or trends.
Marketing Research Techniques.
– Opinion, attitude or shift surveys. These are usually for seeking “yes” or
“no”, ”don’t know”, answers, often continuous or at least repeated at regular
intervals to know what people know, think or believe and to measure changes or
shifts in awareness opinions or beliefs.
– Consumer Panels. A panel is a recruited group of respondents who serve
more or less permanently to answer questions or to test products.
– Motivational Research. This research seeks by means techniques similar to
those used in clinical and intelligence testing, to reveal hidden motives, instead of
stated opinions.
– Discussion Group. This is a much modified and less expensive form of
motivational research.
–Tele(phone) Questionnaire. Surveys of distant or scattered respondents can
be conducted by pre arranged telephone interview. This can be pretty useful in
industrial research.
– Postal Questionnaire. This is posted to respondents and return of the
completed forms will depend upon the extent to which the respondents are
motivated or will cooperate, perhaps because they are committed to the subject.
– Coupon Survey. This is a survey published in the press, but it has the obvious
weakness that only those very interested will bother to submit answers.
– Dealer, retail or shop audit. This is in fact a form of continuous research,
whereby the stocks and invoices of a recruited panel of dealers are checked at
regular intervals. The figures are taken of goods bought and remaining in stock
thus revealing how various brands are moving out of the shops, making
comparison between rival brands, and in the aggregate showing the market
share of each brand.
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– Qualitative Research. This is like depth interviewing, which overcomes some

of the difficulties which hamper research in developing countries where facilities
are different from those in industrial countries.
– Image study. The object of an image study is to compare the strengths and
weaknesses of a number of similar companies, of which the sponsor is one
although not identified as such to respondents.
Marketing Research ( a model survey form )
Do you drive a car YES NO
If YES , Do you own a car YES NO
(b) Which of the following makes of car do you normally drive?
Suzuki Fiat
Honda Toyota
Santro Kia
Mercedes BMW
(c) How would you rate the reliability of the car you normally drive?
Very bad Bad Poor Fairly good Good Very Good
(d) State briefly why you would, or would not buy the same make of car
again ------------------------------------------------------
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Introduction to Public Relations (MCM401)

CREATED PRIVATE MEDIA

1. House Journal. 2. Videos

4 Types of House Journals.

Points to note when planning a house journal

1. Determining Readership. 2. Quantity.

New Forms of House Journals.

Qualitative. These cannot be measured statistically. Many results of PR activity

– By Enquiries Received. When media coverage produces direct enquiries

– By Statistical Data. Readership figures and audience ratings can be a

– By Source. Another good method of evaluating media coverage is to give

Newspapers Financial Household

Daily Business Recorder 12 4

– Opinion Polls. The shift of opinion or the extent of awareness can be

– Media Feedback. If the media have shown misunderstanding, skepticism

1. Population or universe –in marketing research both words mean the

3. Sample – This should not be confused with a ‘free sample’, in fact it

Marketing Research Methods

– Commissioned surveys. For marketing and advertising purposes the PR

– Advertising media research. Advertising media research could be useful

– Original or primary research. As a matter of appreciating the situation (using

Marketing Research Techniques.

– Qualitative Research. This is like depth interviewing, which overcomes some

Do you drive a car YES NO

If YES , Do you own a car YES NO

(b) Which of the following makes of car do you normally drive?

Very bad Bad Poor Fairly good Good Very Good

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